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From townhouse broker to trusted advisor
Brand Strategy
Visual Identity
Art Direction
Website Design
Industry
Real Estate
Collaborator
Studio Sanderson
Leslie Garfield is New York’s leading townhouse specialist. After the pandemic the market had shifted, and the brand needed to shift with it. Working with Studio Sanderson, I helped reposition the firm and evolve its identity to match the role it really plays for its clients.
Increase in inbound seller leads after the relaunch
The challenge
Garfield’s reputation was strong, but its brand presented it as a brokerage at a moment when sellers wanted more than a listing. The landscape of New York Real Estate was moving faster as more consolidation from large competitors occurred. The firm’s expertise ran deeper than its brand suggested.
The brand applied across print, digital, and signage.
The identity, drawn from the richness of the townhouses themselves.
The insight
Townhouse owners in New York can see themselves as custodians of some of the most storied buildings in the US. People selling a New York townhouse aren’t looking for a broker. They’re looking for an advisor they can trust with one of the most significant assets they’ll ever own. The brand had to earn that role before a single conversation took place.
The solution
We drew on the visual richness of the townhouses and the codes of luxury to evolve the identity into something more vibrant, editorial, and distinctive. The repositioning carried through naming, copywriting, signage, and a brand campaign with film and photography, every touchpoint framing Garfield as an advisory firm rather than a broker.